Brands
Lavie & Archana Kochhar’s glam collection lights up the runway with Malaika Arora
Mumbai: Bombay Times Fashion Week recently witnessed a captivating display of haute couture as Lavie, known for its premium bags, showcased its exclusive Lavie Luxe 2024 collection in collaboration with renowned fashion designer Archana Kochhar. The runway was graced by the presence of actress Malaika Arora, who mesmerised audiences as the showstopper, promising a blend of elegance and sophistication.
Inspired by the Ateliers of Europe, Lavie Luxe’s collection exudes sophistication with intricate details and contemporary flair. From lavish embellishments to sleek silhouettes, every item reflects timeless elegance and transcends trends. Crafted with precision, Lavie Luxe’s new collection epitomizes opulence and refinement, promising to captivate discerning fashion enthusiasts. To epitomize the fusion of fashion and elegance, Malaika Arora’s ensemble, embellished with handwoven Lucknowi embroidery, reflects the essence of Archana’s “Ainna” collection, paying tribute to Indian weaves and artisanal craftsmanship.
Paired with Lavie Luxe’s Embellished Potli, adorned with intricate embroidery pattern. The striking design, with its beautifully beaded dual handles, exudes sophistication, symbolizing the culmination of a triumphant showcase.
The partnership between Lavie and Archana Kochhar celebrates modernity by seamlessly integrating Archana’s visionary designs with Lavie Luxe’s sophisticated charm. This collaboration signifies a fusion of creative minds, offering a range that encapsulates modern sophistication while paying homage to traditional craftsmanship.
Bagzone Lifestyles Pvt Ltd CEO Ayush Tainwala said, “The collaboration with Archana Kochhar is a visionary journey that allows us to seamlessly blend luxury with innovation. Lavie Luxe’s exclusive collection of clutches & Potlis represents a canvas for unique stories, woven with elegance and modernity, setting the course for the future of style.”
Further adding to this Archana Kochhar stated that, “Partnering with Lavie for BTFW was a creative journey, blending my vision with their expertise. Together, we crafted a collection that embodied elegance and a contemporary approach, celebrating the modern woman’s style. It was an incredible collaboration, bringing our creative visions to life on the runway”
In conclusion, the collaboration between Lavie and Archana Kochhar at Bombay Times Fashion Week epitomized the harmonious fusion of luxury, innovation, and tradition. Through Lavie Luxe’s exclusive collection and Archana’s visionary designs, the runway witnessed a celebration of elegance, sophistication, and contemporary style. This collaboration not only showcased the creative prowess of both brands but also set a new standard for luxury fashion, inspiring the future of style with its seamless integration of tradition and innovation.
Brands
Lotus Herbals unveils HydroActivated sunscreen with high-impact campaign
Harnaaz Sandhu fronts digital push spotlighting breakthrough sun care tech
MUMBAI: Lotus Herbals has rolled out a high-decibel marketing campaign to introduce what it calls India’s first hydro-activated sunscreen, aiming to reshape how consumers think about sun protection.
At the centre of the launch is the Safe Sun HydroActivated Sunscreen SPF 50+ PA+++, a formulation built on a patent-pending Hydrosome Technology that activates on contact with moisture. Unlike conventional sunscreens that can weaken with sweat, this product is designed to do the opposite, boosting protection when the skin is exposed to water or perspiration.
The campaign is led by Harnaaz Sandhu and is being amplified across OTT platforms, social media and outdoor locations in key metro cities. The brand film takes a light, relatable approach to everyday sunscreen struggles such as uneven application and fading protection, while positioning the new product as a reliable, high-performance alternative for active lifestyles.
Beyond its core technology, the sunscreen features next-generation UV filters and Edelweiss Flower Extract, offering hydration alongside protection. The formula claims up to 10 hours of water resistance and even, all-round defence against sun exposure and tanning, targeting consumers who want both skincare and performance in one product.
Speaking about the launch, Lotus Herbals chairman and managing director Nitin Passi said, “We are excited to launch India’s first sunscreen with hydroactivated technology which is our most innovative product launch. This isn’t just a sunscreen; it’s a technological breakthrough that utilises a novel manufacturing process. We’ve created a product that stays invisible on the skin yet becomes a performance powerhouse when the user is most active.”
Sharing her experience, Lotus Herbals brand ambassador Harnaaz Sandhu said, “I am thrilled to be associated with Lotus Herbals Safe Sun for their new sun protection campaign. In my world, there is no room for shortcuts, and I need functional and reliable products that work as hard as I do. The hydroactivated sunscreen is a game-changer because it blends with my skin and protects me better when I’m pushing my limits.”
The campaign is being distributed across platforms including JioStar connected TV integrations and ZEE5, along with television placements such as Sa Re Ga Ma Pa in West Bengal. A large influencer push involving over a thousand creators, along with in-store branding and retail activations, is also part of the rollout.
With a blend of science-led positioning and mass-market storytelling, Lotus Herbals is betting on innovation to stand out in the crowded sun care segment, hoping its moisture-powered promise strikes the right chord with today’s always-on consumers.
